Road Safety Authority unveils new campaign to achieve zero road fatalities

THE ROAD Safety Authority (RSA) has today launched the “Who was Mary Ward? Vision Zero” campaign.

The campaign calls on the public to work together to see our last road death in Ireland. 

The RSA, alongside government partners participating in Vision Zero and road safety advocates, are asking all road users for their support in achieving this vision by changing their own behaviour, to make Irish roads safer for all. 

Vision Zero is a worldwide commitment that aims for no road deaths or serious injuries on Irish roads by 2050.

The campaign centres around the story of Mary Ward (1827 – 1869) who was the first person in the world to be killed in an automobile incident. 

Her life was tragically cut short when she fell under the wheels of the motor vehicle she was travelling in, at Birr, Co Offaly in 1869.

Mary Ward was the first recorded life lost as a result of a road traffic incident. 

The RSA is calling for public support in working towards a reality where we see our last life lost on Irish roads. 

They are appealing to all road users – drivers, passengers, cyclists, and pedestrians – to make one change to prevent further tragedy.

As part of this, the RSA is encouraging people to have a conversation with friends, family members and colleagues about Vision Zero. 

The RSA is calling on everyone to look at their own behaviour and commit to making one positive change that would contribute to safer roads. A shared responsibility for road safety will save lives. 

Paula Hilman, Assistant Commissioner, An Garda Síochána said; “An Garda Síochána are committed to road safety, and playing our part to eliminate death on our roads. Road safety enforcement is one of several important strands to achieve this and is a priority for us.  We are committed to playing our part and to working with others with the collective aim of creating safer roads and fostering a culture of responsible driving. Vision Zero requires the buy-in from all road users and partners and our collective action is essential. Each contribution will work towards achieving Vision Zero's ultimate goal.”

Liz O’Donnell, Chairperson of the RSA added; “Since the first road death was recorded in Birr, Co Offaly, thousands of families have grieved the loss of a loved one on Irish roads. Many others have been left with life-changing injuries as a result of a road traffic collision. Through this campaign, the families of road safety victims have bravely come forward to impart the human impact and permanence of such tragedies and have kindly granted permission for their loved one’s names to appear in the campaign. I am asking all road users to think about one thing they could do to prevent further tragedy, so no more families are left needlessly grieving a life lost on Irish roads. Whether it’s having a conversation with family or friends about road safety, reducing speed or avoiding distractions while driving, your efforts could save a life.”

One fifth of motorists speed daily, more than half of motorists speed at least once a week

The “Who was Mary Ward? Vision Zero” awareness advertising campaign is TV led and is supported by video on demand, radio, social media and out of home advertising.

It is a six-month campaign and is made up of three phases:

Phase one: Launching today phase one answers the question, ‘Who was Mary Ward?’ and raises awareness that the first person in the world to die in a road crash happened in Ireland and calls for a time when we see our last road fatality in Ireland.

Phase two: Will run in October, and it highlights the tangible changes we will see in terms of road infrastructure, the increased use of technology in vehicles and enforcement and in education that will all assist in making vision zero a reality.

Phase three: Will air in the new year and ask all road users to do what they can to help keep themselves and others safe on the roads. Looking at our road behaviour and seeing what we can do differently, whether it's avoiding distraction, lowering our speed or always wearing our seatbelt. It can all make a difference.

As part of the campaign, the RSA is asking teachers to include Vision Zero as part of road safety learning in all schools across the country. 

The RSA is providing a lesson plan directly to schools this month, which includes the history of Mary Ward in an effort to instill the importance of road safety for future generations.

For more information on the Who was Mary Ward? Vision Zero campaign, go to HERE.